Ministry of Sound try out mobile ticketing

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Virgin Mobile have been testing it out, and now Ministry of Sound has carried out a live trial of mobile ticket purchasing – they say it’s the first time an end-to-end transaction has taken place on a mobile.

Clubbers attending student night Milkshake were able to access the legendary London club and see Welsh rappers Goldie Lookin Chain DJ live for the reduced price of £2.50 by purchasing a ticket via their mobile.

Registered PayPal users simply texted the word shake to 60500. An interactive voice response callback then confirmed their request by asking them to authenticate their unique PayPal PIN before a mobile ticket was delivered to their handset.

Felicity Ive, Head of Strategic Brand Partnerships, Ministry of Sound said “Ministry of Sound is already a multi platform, lifestyle brand and using this kind of technology helps create experiential events for consumers that really drive home a marketing message. In this case, the benefits of PayPal Mobile. Ministry of Sound has been at the forefront of youth culture for the last fifteen years. Intuition, boldness and a keen sense of what our audience want has helped us maintain this position. What todays youth market wants is definitely mobile.”